Portugal Dietary Supplements Market (2025 - 2030) Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals, Minerals), By Form (Tablets, Capsules, Soft Gels), By Type, By Application, By End Use, By Distribution Channel, And Segment Forecasts

Portugal Dietary Supplements Market Summary

The Portugal dietary supplements market size was estimated at USD 703.7 million in 2024 and is projected to reach USD 1,097.1 million by 2030, growing at a CAGR of 7.8% from 2025 to 2030. A growing awareness about the importance of preventive healthcare has been a significant driver.

Portuguese consumers increasingly adopt supplements to address nutritional gaps, boost immunity, and enhance overall wellness. This trend has been amplified by global health crises and an aging population that seeks solutions to maintain vitality and longevity. Consumers are leaning toward cleaner, more natural supplement options-those free from synthetic additives or allergens. This shift is fueling demand for plant-based supplements, herbal extracts, and organic formulations. The appeal of “clean-label” products resonates deeply with health-focused buyers and is influencing product development and marketing strategies across the industry.

Rapid product innovation and personalization are expected to drive regional market growth. Brands are innovating to meet niche health needs such as sleep support, stress management, digestive health, and cognitive enhancement. The use of technology to personalize supplement regimens based on genetic profiles or lifestyle data has also emerged as a fascinating trend, appealing to tech-savvy and wellness-focused individuals alike.

In February 2025, SFI Health EMEA announced the launch of Equazen products in Portugal through a strategic agreement with Eqyon, enhancing access to clinically proven nutritional solutions supporting cognitive function and brain health.

The rise of e-commerce and digital platforms has made supplements more accessible to a wider audience. Online retailers, health-focused apps, and subscription models are transforming how consumers shop for supplements. In addition, pharmacies, supermarkets, and specialty stores continue to play a pivotal role in expanding physical retail availability.

Consumer Insights

As of June 2025, Portugal’s population is estimated at around 10.3 million. Within the country’s dietary supplements market, age plays a key role in shaping consumer behavior. Adults aged 40-59 are the most consistent users, often incorporating supplements into their daily routines to support healthy aging, manage chronic conditions, and maintain overall vitality. This group is generally more health-conscious and benefits from higher disposable income, allowing for regular investment in preventive wellness. Meanwhile, younger consumers-particularly those in their 20s and early 30s-are showing rising interest in supplements related to fitness performance, skin health, and mental focus.

In Portugal’s dietary supplements industry, gender is a notable factor influencing consumption patterns. Women tend to be more frequent and proactive users of supplements, particularly those targeting bone health, skin and hair, hormonal balance, and immune support. This trend is driven by a strong focus on preventive health and wellness, especially among women aged 35-55. Men, while traditionally less engaged, have shown increased interest in recent years-particularly in categories like energy boosters, joint health, heart support, and muscle recovery. The rise in gym culture and active lifestyles among Portuguese men, especially in urban centers, is further contributing to this shift.

Ingredients Insights

Vitamins dominated the Portuguese dietary supplements market, accounting for 31.3% in 2024. This dominance reflects growing consumer interest in foundational nutrients that support overall health, immunity, and well-being. The popularity of multivitamins, vitamin D, and vitamin C-particularly post-pandemic-has contributed to the strong demand, positioning this segment as a key growth driver amid rising health awareness and preventive care habits.

The proteins and amino acids segment is expected to experience the fastest CAGR from 2025 to 2030. This rapid expansion is driven by increasing consumer interest in fitness, muscle building, and sports nutrition, along with a rising preference for high-protein diets. The growing awareness of protein’s role in metabolism, recovery, and satiety is also prompting wider adoption beyond traditional athlete populations-appealing to active lifestyle enthusiasts, older adults, and weight-conscious individuals. Additionally, advancements in formulation techniques, such as plant-based and hydrolyzed amino acid supplements, are making these products more accessible and appealing to diverse consumer groups. This momentum suggests a robust outlook for the segment across retail and digital platforms.

Form Insights

Tablets dominated the market and accounted for a share of 31.4% in 2024, owing to their convenience, precise dosage, long shelf life, and ease of storage. Tablets are also cost-effective to manufacture and offer versatility in combining multiple ingredients, making them an ideal choice for consumers seeking efficiency and value. Their popularity is especially notable in multivitamin and mineral categories, where daily supplementation is common and trusted.

The gummies segment is expected to grow at the fastest CAGR over the forecast period. This is attributed to improved taste and palatability, appealing format across age groups, perceived as a “Functional Treat,” and its convenience.

The powder segment is expected to experience rapid growth from 2025 to 2030.  This surge is largely driven by their versatility, customizable dosage, and ease of mixing into various food and beverage formats. Powders cater to fitness enthusiasts, wellness-conscious individuals, and consumers looking for personalized nutrition, especially in categories like proteins, meal replacements, greens, and collagen. The rise of functional blends-targeting energy, immunity, digestive health, or beauty from within-has amplified demand. Additionally, innovative packaging solutions and advancements in solubility and flavor profiles are making powders even more convenient and appealing, helping this format thrive in both retail and digital spaces.

Type Insights

Prescribed supplements dominated the market, accounting for a share of 55.4% in 2024, and are expected to be the fastest-growing segment over the forecast period. Factors fueling this rise include increasing trust in medically guided supplementation, greater integration of nutraceuticals into conventional treatment regimens, and a shift toward personalized health strategies. As diagnostic tools and healthcare access improve, prescription supplements are expected to expand even further, reinforcing their central role in Portugal’s evolving wellness landscape.

The OTC segment is expected to grow significantly over the forecast period. The segment growth is fueled by increasing consumer empowerment, greater health literacy, and a desire for self-directed wellness solutions. As individuals seek accessible, non-prescription options for everyday health concerns-like immunity support, energy, and sleep, and digestion- OTC products are gaining traction across pharmacies, supermarkets, and online platforms.

Application Insights

The immunity segment dominated the Portugal dietary supplements market with a revenue share of 14.4% in 2024. This dominance reflects heightened health awareness after recent global health events, driving demand for products that enhance immune resilience. Consumers are actively turning to supplements rich in vitamin C, zinc, elderberry, and probiotics to maintain everyday health and protect against seasonal illnesses. The popularity of immune-boosting formulations has extended beyond traditional cold and flu remedies to year-round wellness strategies. As health routines become more proactive, the immunity category continues to attract broad demographic interest-from children to seniors-making it a cornerstone of the market’s growth trajectory.

The prenatal health segment is expected to grow at the fastest CAGR during the forecast period.The market growth is driven by increasing awareness of maternal nutrition, rising birth rates in certain regions, and a stronger focus on early-life health. Expectant mothers and healthcare providers alike are prioritizing supplements that support fetal development, including folic acid, iron, calcium, DHA, and multivitamin formulations. The surge is also linked to improved prenatal care guidelines, broader access to nutritional counseling, and growing trust in clinically backed products that ensure a safe and healthy pregnancy journey.

End Use Insights

The adults segment accounted for the largest market share, 62.2%, in 2024.Working-age individuals have a significant demand for health maintenance, energy support, and preventive care. As this demographic adopts busier lifestyles and becomes more health-conscious, there is an increase in the consumption of multivitamins, herbal supplements, and functional products designed to enhance immunity, digestion, and overall wellness. Targeted marketing, improved access to e-commerce, and a growing trend in fitness and wellness among urban adults further bolster the prominence of this market segment.

The infant segment is anticipated to grow at the fastest CAGR of 9.3% during the forecast period. The segment growth is attributed to the growing awareness of early-life nutrition and its long-term impact on physical and cognitive development. Parents are increasingly turning to supplements tailored for infants-such as vitamin D drops, iron formulations, and omega-rich blends-to support immunity, bone health, and brain growth during critical developmental phases. Government-led nutritional programs, enhanced pediatric guidance, and innovation in safe, palatable formulations have further boosted consumer trust and adoption. As scientific research continues to spotlight the foundational importance of infant nutrition, this segment is primed for sustained momentum and deeper market penetration.

Distribution Channel Insights

The offline distribution segment held the largest revenue share of the market in 2024. The market growth is attributed to the continued consumer preference for in-person purchases through pharmacies, supermarkets, and specialty health stores. These outlets offer direct access to professional guidance, physical product evaluation, and immediate fulfillment-highly valued benefits, particularly for prescribed and clinical-grade supplements.

The online channel is expected to grow at the fastest CAGR from 2025 to 2030. Online platforms offer greater access to diverse brands, personalized recommendations, subscription options, and discounted pricing-making them increasingly attractive across demographics. The rise of mobile apps, influencer-driven marketing, and seamless digital experiences further accelerates the shift. Enhanced delivery logistics and data-backed customization of supplement regimens also play key roles in building loyalty and engagement, positioning e-commerce as a powerhouse in the evolving health and wellness economy.

Key Portugal Dietary Supplements Company Insights

Some of the key companies operating in the Portuguese dietary supplements industry include Prozis.com, S.A., Herbalife, Amway, Marvelous Nutrition, and others.

• Amway is a global leader in health and wellness, and its presence in Portugal is anchored by the Nutrilite brand-recognized as the world’s top-selling vitamin and dietary supplement line.

Portugal Dietary Supplements Market Report Scope

Portugal Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Portugal dietary supplements market report based on ingredients, form, type, application, end use, and distribution channel:

• Ingredients Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquid

  • Others

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/ Hair/ Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

      • Male

      • Female

  • Geriatric

  • Children

  • Infants

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practitioner

    • Others (Direct to Consumer, MLM)

  • Online

    • Amazon

    • Other Online Retail Stores